Listen to the Puppet: Ontario campaign offers lessons in consumer rights

Ontario’s Ministry of Consumer Services has launched a new campaign centred on consumer protection. The Ministry created a new brand, Consumer Protection Ontario, to educate consumers about their rights and help them avoid getting ripped off or scammed. “Our goal [for the new brand] was to create a graphic identity that people would recognize as […]

Ontario’s Ministry of Consumer Services has launched a new campaign centred on consumer protection.

The Ministry created a new brand, Consumer Protection Ontario, to educate consumers about their rights and help them avoid getting ripped off or scammed. “Our goal [for the new brand] was to create a graphic identity that people would recognize as a symbol for the go-to place to find credible information they can trust,” said Cindy Greeniaus, director of communications at the Ministry of Consumer Services.

An advertising campaign, created by Cundari, features a puppet character that helps people ask the right questions in situations where they might be taken advantage of.

“We know that information about consumer protection, such as what they need to know before they sign a contract, is pretty dry material. But it’s really important information they need to know,” said Greeniaus. “We wanted something that would break through the clutter and catch people’s attention. The puppet sort of became the person’s inner voice in terms of asking the right questions.”

The campaign also includes online ads on sites such as GlobeandMail.com, TheStar.com and Yahoo, as well as a dedicated website.

The four-week campaign runs until April 14. ZenithOptimedia handled the media planning and buying.

Brands Articles

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls